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Description: I gave this presentation to a tertiary education marketing conference in October 2008. This particular presentation looked at five interwoven themes that underpin digital brand strategy. Essentiall...

I gave this presentation to a tertiary education marketing conference in October 2008. This particular presentation looked at five interwoven themes that underpin digital brand strategy. Essentially it said don't get too caught up in the social media / Web 2.0 applications that dominate today, but understand how people are incorporating the digital world into their daily lives. Like most of my presentations it requires a talking head in front of it to explain many of the slides. Hopefully, viewed in its entirety it will convey the broad strokes of the presentation. For more of my thinking and observation on this topic please visit my blog, Brand Architect, at http://www.collings.co.za/

Themes underpinning digital branding

The flow, not the contours The art of gliding 15MB is the new 15 minutes Our virtual reality Reassembling the fragmentation

The flow, not the contours

from mainframe to desktop to internet

internet explorer rapidly losing ground to ﬁrefox

myspace sharing social networking with facebook and others

mainstream media battling bloggers

traditional blogging sharing space with micro blogging

altavista was king before google, will cuil manage to dent the colossus

understand where your market is going and why it is going, but appreciate that the vehicle for getting there will probably change

The art of gliding

you are not inyou think you are control even when

GM’s Chevy Tahoe SUV

video clip of user generated tahoe “commercials”

today, everyone can be a director

video clip of user generated polo “commercial”

collection of guinness ads

video clip of non-sanctioned guinness ad

“... they have to keep on consistently building their brands equity so that when a potentially damaging piece of communication does ﬁlter out into the world, their brand is strong enough and their consumers are savvy enough to understand its source is the public domain.”

your brand does not need you to be online
others will put it there

invisible

small

7

Guidelines

watch it

increasingly need to be there

empower

engage, or not

integrate

don’t fake it

don’t box the demographic

7

= soaring + gliding + inﬂuencing

accept the loss of complete control and become part of the experience and conversation

avatars are escaping their virtual worlds
photo by Esprit de sel's (http://www.ﬂickr.com/photos/esprit_de_sel/2596849895/sizes/l/#cc_license)

of 23 million and counting

340
m i l l i o n accounts

4

Questions

how close will people and their avatars track one another in brand consumption

which one will be the greater influencer on choice of brand

will avatars become brand ambassadors

what will determine legal right to ownership of an avatar

“One of the things our grandchildren will ﬁnd quaintest about us is that we distinguish the digital from the real, the virtual from the real. In the future, that will become literally impossible. The distinction between cyberspace and that which isn’t cyberspace is going to be unimaginable”
William Gibson

For ongoing coverage of and commentary on brands in the digital arena please visit the Brand Architect blog at http:// www.collings.co.za/ Thanks to Tyler Reed for introducing me to the quote “15MB is the new 15 minutes”